Agricultural giant since 1983

Chapter 298 Instant Noodle War

The flour classification strategy allowed Xiangxue to gain a firm foothold in the market very quickly, leaving behind the rest of the flour mills that had no brand concept, and at the same time brought benefits to Huinong’s other branches. With the availability of cheaper and more reliable wheat bran, food factories have obtained raw materials that are more suitable for them. Among them, the instant noodle factory has the greatest impact, because the flour needed for instant noodles is also different from ordinary flour.

Flour for making instant noodles should have the following characteristics. First, it must have good stirring properties. The dough has good water absorption, so it is easy to soak, and the gluten content is high. It tastes firm; at the same time, it is easier to process than other flours. It is smooth and uniform in color, and it is not easy to produce fragments when slicing. At the same time, it is relatively easy to shape, so that it is much more convenient for workers to weave noodles with sweater sticks;

Considering various needs, the moisture content of qualified instant noodle flour should be less than 13.00%, the protein content should be 11.00% to 30.00%, and the ash content should be 32% to 600% (dry basis). The wet gluten content is between [-]% and [-]%, the damaged starch content is less than [-]%, and the highest viscosity is above [-]BU. It is not easy to meet such standards.

Proper wheat must be selected as the raw material, and a variety of wheats must be mixed and processed to produce it. Common wheat combinations include dark northern spring wheat plus white wheat or soft red winter wheat, dark northern spring wheat plus hard red spring wheat plus white wheat Wheat or soft red winter wheat, hard red spring wheat plus common wheat, etc. These are the best formulas that the flour mill has found out after years of experiments, but Li Lei can use the data stored in his mind to directly take them out, saving a lot of time And the research funds can provide the most suitable instant noodle flour for Baixiang and Huafeng, and the cost is much lower than other flour mills, so that Baixiang and Huafeng can occupy a certain advantage in this instant noodle war .

This instant noodle war started last year. Two companies from Baodao started the war. One is Master Kong, who has dominated the instant noodle industry for many years, and the other is Uni-President. They entered the mainland with advanced technology and marketing concepts. At the first appearance, the small and medium-sized instant noodle factories on the market were defeated steadily, and only a few brands such as Huafeng and Baixiang could compete with them.

In the early 90s, Wei Yingzhou, the founder of Master Kong, came to the mainland early to seek business opportunities. When he was on the train in the mainland, he soaked a pack of instant noodles to satisfy his hunger.At this moment, Wei Yingzhou quickly seized the business opportunity.

At that time, Ting Hsin Group, which Master Kong belonged to, had already entered the mainland market, mainly selling cooking oil in the capital. Wei Yingzhou quickly decided to build an instant noodle factory in the mainland after seeing this scene. He chose Tianjin as the factory site, invested 800 million US dollars and established Tianjin Ding Yi International Food Co., Ltd., Master Kong’s first pack of braised beef noodles was born in 1992. It seized the opportunity of Huafeng’s small investment in the northern market and quickly gained a foothold. It was sold out, and last year's annual sales directly exceeded 10,000 million packs.

Seeing that Master Kong has become a super hit, another instant noodle giant in Baodao, Uni-President, couldn’t sit still, and immediately entered the mainland market with its own fresh shrimp noodles. The fresh shrimp noodles that consumers love are not recognized by mainland consumers, but their family has a strong foundation and some money is used to advertise. With the overwhelming advertisements, they can barely gain a foothold. In the future, they will even rely on the little raccoon The classic marketing method of the crispy noodles Shuihu card has successfully launched the brand of crispy noodles.

As for the local area, Xiong Yiwu’s title of King of Instant Noodles is not for nothing. Huafeng is the only one in the south, even Master Kong and Uni-President can’t compete with them; Feng has a certain degree of overlap, and Li Lei is thinking about whether to change the brand positioning, let Huafeng focus on the mid-to-high-end market, and Baixiang take the mid-to-low-end route, so as to avoid internal competition to a certain extent.

Several major instant noodle brands are inseparable in the market. Some newspapers and magazines also made special reports on this phenomenon. The BJ Evening News also listed the four kings in the instant noodle market today: Huafeng, Uni-President, Master Kong and Yipin , No one may have heard of Yipin instant noodles in the future, but they sold really well last year. The biggest feature of this instant noodle is the oil bag. Other oil bags are very thick oil, which condenses when the temperature is low. Only their oil packs are always clear, but they are lacking in taste. Although they are cheaper than Huafeng, Uni-President, and Master Kong, the sales volume still cannot keep up.

In addition, small and medium-sized brands such as Qibao Yiding and Yingduo are trying their best to persist, hoping to survive in this war; these instant noodle manufacturers continue to launch various promotional activities in order to win over consumers, and consumers are very impressed. So good that BJ Evening News even wrote a subtitle when reporting on the instant noodle war—Four heavenly kings fight, and consumers benefit from it.

For fast-moving consumer goods such as instant noodles, the best means of competition are advertising and sales promotion, so Huafeng also advertised overwhelmingly, and launched various promotional activities in a hurry. Liu Yonghao is the same as Zhengda, the sales of several major brands are constantly increasing, while those small and medium brands have been killed a lot, the market competition is so cruel, maybe you don’t want to provoke people, but your own market share is The biggest original sin is that everyone wants to take a bite. If you can't bear it, you can only be snatched away by others, and then you will starve to death.

From last year to the present, some conventional methods have been almost used, and the situation has gradually emerged. Relying on Xiong Yiwu's strength and Huinong's abundant funds, Huafeng still maintains the throne of the number one instant noodle brand in mainland China. His own rich experience in the industry and the same good financial strength followed closely. Although Uni-President was unfavorable in the first battle, but with its own strength, it can still persist. Yipin, a local emerging brand, has gradually become unable to support it.

On this day, Xiong Yiwu convened a meeting of senior executives from the instant noodle business department. Li Lei also attended the meeting out of concern for the instant noodle war. There is no way to defeat your competitors, because they have reached this level, and often it is whatever strategy you come up with, and your opponents quickly follow.

Huafeng recently launched promotions, and Master Kong and Uni-President also followed suit. Isn’t it just a fight for money?We have plenty; Master Kong advertises on TV, Uni-President and Huafeng will follow; Uni-President invites celebrity endorsements, Master Kong and Huafeng will find some more famous ones!At this point in the battle, it has become a bayonet hit, and the fight is about who has a solid foundation and who can burn more money.

"What's wrong with Master Kong and Uni-President being rich? Huafeng's current cash flow is also very good! Then continue to fight with them! Let's see who can't hold it first?" The timidity of foreign-funded enterprises.

"We fought well on the frontal battlefield, but we can't just rely on the frontal battlefield. There is a saying in the art of war that we can win by combining right and wrong. Since we can't tell the difference in the frontal battlefield, then we have to think of more ways!" After listening to Li Lei, Finally, they were praised first, and then they put forward their own proposals.

"I have two ideas. First of all, "Romance of the Three Kingdoms" will be broadcast soon. This is a big drama that took several years to film. If we can catch up with this popularity, we can get twice the result with half the effort. The effect!" Li Lei showed them the picture of the card of the generals of the Three Kingdoms, which he invited professionals to draw, referring to the future card of the Little Raccoon Water Margin. The market survey, children like it very much.

"Put this kind of card in our children's crispy noodles, and then promise to collect a set of cards and send them to us, and we will give you a handheld game console. After this, many children will definitely buy them!" The products of Pan Food Factory, like Baixiang, were later assigned to Huafeng. They were all instant noodles, and it would be better to hand them over to the same company for management.

The idea of ​​giving away game consoles comes from Big Bubble Gum. Li Lei bought a lot of big bubble gum to get game consoles when he was a child; I believe that the charm of cards, coupled with the attraction of game consoles, will definitely increase the sales of crispy noodles. Jumping up a step suddenly, pressing Master Kong and Uni-President's similar products under him.

"I initially planned to put the advertising time before and after the children's cartoon program on the Docking Station, which just corresponds to our target customer group!" Now the program that plays cartoons on the Docking Station is called "Red, Yellow and Blue", and it will be released in a few months It will become a generation's memory of the Little Shenlong Club, and the advertisements will be hung before and after the Little Shenlong Club, and children all over the country can see it.

"We have studied the marketing promotion of Panpan and Baixiang before, and it is indeed better than Huafeng. Later, we found out that it was Li Dong who gave them ideas behind the scenes; My own thinking is brilliant! I support it with both hands!" Xiong Yiwu also thinks this method is very good.

Then someone began to check for omissions and make up for the gaps, "Of course we should pay attention to the cartoon programs on the tv station, and we should not underestimate those on the local stations. It is best to occupy the time slots of the local stations too! Many children watch the smack first after returning home from school. Children's cartoons, then watch local cartoons, and then go to do homework after watching all of them!"

Li Lei did not interfere with these details, and let them play freely. After adding the details, he talked about the second plan, "In the past, each occupied a piece of land and fought a tug-of-war. Master Kong was based in Tianjin and pointed to North China, and took root in a unified way." Shanghai is targeting East China. Our Huafeng has already taken South China and Central China. The most intense battle is at the junction of the spheres of influence of several companies! Even a slight failure will not hurt the foundation! But this time I plan to go directly to TJ Market, to Master Kong’s There is a fight at the gate of the house, if we win, Master Kong will be able to stop for at least half a year!"

"Since Master Kong established its factory in Tianjin in 92, it has firmly controlled the surrounding market in its own hands. We tried a few times before but failed to take advantage of it. In addition to Master Kong's solid strength, and the local government's support for them Support is also inseparable, so I’m afraid this battle is not easy to fight?” Xiong Yiwu was a little worried, Master Kong is a large local taxpayer or a foreign-funded enterprise, if there is a fight, Tianjin will definitely sideline it.

"I've thought of this too, but don't worry, I have a solution!" Li Lei understood the Tianjin government's approach very well, just like other instant noodle brands wanting to enter Heyang, the Heyang government would not ignore it, but put As soon as I explained my own method, the eye circles of the executives of the instant noodle business department at the scene began to turn red.

"Unexpectedly, there are still such people in this society! I have rarely admired anyone in my life. I heard your story about him today. When I have the opportunity to go to Tianjin in the future, I must meet him!" Xiong Yiwu He said with emotion, "Once you come up with this method, our instant noodles will definitely gain a firm foothold in Tianjin, and the Tianjin government will not dare to sidestep it!"

"Not only in Tianjin, but also in other places, the reputation of our Huafeng instant noodles will also improve. Li Dong's method is really helpful to improve the corporate image! When Baixiang was able to win the East China market, it was because of similar methods. Is there a way?" Someone took advantage of the situation and praised Li Lei.

"Then let's do this. I'll go to Tianjin first to open up the situation. Prepare the instant noodles here and use new packaging. Let's fight for three years of peace!"

After the meeting, Li Lei went straight to Tianjin. When he arrived in Tianjin, he didn’t have time to rest. When he got off the plane, he asked the people from the local branch to take him to Tianjin Railway Station. Destination - Bai Fangli Supporting Education Company.

It is said that it is a company, but it is actually just a kiosk with a size of only eight square meters, and in this kiosk, there is the poorest and richest chairman in China.

It is said that he is the poorest because he donated all the profits of the teaching support company to the schools and poor students in Tianjin, and he did not keep a cent for himself!He is said to be the richest because no one can match the wealth he created for the society, and no one can match the wealth in his heart!

An old man came out of the kiosk. He was 81 years old this year. He had few gray hairs and few teeth in his mouth, but he still seemed in good spirits. I got on the tricycle parked next to me, and said to the salesperson inside, "You guys continue to look at the store, I will go and pull it a few times!"

Li Lei hastily greeted him, "Are you Bai Fangli Bailao? I'm here to discuss cooperation with you!"

　Today is my grandfather's birthday, I have to go out early in the morning, and I guess I will drink too much. If I drink too much and can't type, the update will be later.

　　
　
(End of this chapter)